Transport for London (TfL) appointed us to create a fully-integrated internal communications campaign to encourage their employees to modify their behaviour to help the organisation minimise congestion on the London transport network.

The goal of the campaign was to encourage staff to make various pledges, such as using an alternative route or mode of transport for all or part of their commute, travelling outside peak times and working from home occasionally. The campaign needed a concept composed of striking design, standout messaging and clear calls to action.

We recognized at the outset that for the campaign to be successful we needed to focus on individual interests, not on those of the team or the organisation. Given that the best motivator at the end of the day is enlightened self-interest, we set about encouraging behavioural change by using ‘what’s in it for me’ messaging.

We came up with a campaign centred around a set of colourful animal illustrations. Designed to be memorable and cut through the wealth of internal TfL communications, each animal supported a clear benefit-led message with an incentive to getting involved.

The campaign was composed of a digital toolkit which functioned as a central resource presenting the facts, figures, aims and objectives of the campaign, a set of posters and pull up banners for display in the TfL offices, email marketing engaging different user groups at different stages of the campaign, digital assets for use on their internal social media platform Yammer, intranet and email signature banners, lapel pin badges, tote bags, and a ‘talking heads’ video series celebrating success stories along the way. Data capture and staff surveys informed on how the campaign was being engaged with.